190 
THE NATIONAL NURSERYMAN 
new avenue of distribution by teaching the retailer “How to 
Advertise.” 
It is claimed that the foolish banana song of last season fixed 
bananas in the minds of the public to such an extent that sales 
were stupendous. 
This illustrates the value of repeating over and over again by 
the advertising route, “It’s Not A Home Until It’s Planted.” 
PAGES IN PAPERS 
My only reason for giving details of my own private business 
and personal affairs is to ilhistrate what any community can ac¬ 
complish by cooperating with their daily newspapers. 
Last fall, having a landscape department to keep busy, I had 
an advertising agency prepare six pages of copy written with the 
idea of making my home town more beautiful. The results, I 
believe will interest you. First, the Oettinger Lumber Company 
phoned for a price on a thousand roses to be given away, free 
of charge, to any citizen on a certain day. They derived so much 
publicity from the event, that they will make it an annual affair. 
The North Carolina Public Service Company followed suit with 
another thousand, and Proximity Mills sold five hundred at cost 
to their employees. 
The Civitan club held a special meeting with the City Council 
as guests, asking them for an all time Park Superintendent— 
Request granted. 
High Point, a near-by town ac the annual Ladies night ban¬ 
quet of the Kiwanis Club asked my firm to furnish the speaker 
for the evening, also to name a shrub that would be distinctive 
for their town. 
Thomasville, another town, held a combined civic club ban¬ 
quet for the purpose of making their city attractive. 
Civic clubs in nine other towms asked for a lecture on land¬ 
scape gardening. 
We increased our sales several thousand dollars, but the big¬ 
gest benefit derived was editorial space that money can’t buy. 
I want to illustrate their cooperation in my section by reading 
to you a letter received from one of my state papers: 
THE CHARLOTTE OBSERVER 
Charlotte, N. C. 
Mr. W. C. Daniels, March 13, 1924. 
J. Van Lindley Nursery Co., 
Greensboro, N. C. 
My Dear Mr. Daniels: 
If you were called upon to get up and make a speech about 
your line to an audience of 10,000 people you would very likely 
become shaky in the knees, but I am pretty certain that you 
would not let this kind of an opportunity slip by without getting 
on your feet and saying something about the quality of the 
goods you are making. 
There is not a minister in North Carolina who has ever, at 
one time in his life, preached to as many as 25,000 people. I 
doubt very much if the Governor of the state ever addressed an 
audience so large. 
If your banker met you on the street and askeu you to tell him 
something about the line of goods you are turning out, I abso¬ 
lutely know that you would appreciate the opportunity so much 
that you would very likely consume half an hour in giving him 
all details, for if you could get a banker to boost your line it 
would help a whole lot. 
Every week for months and months, we have taken a lot of 
time and gone to a lot of trouble in begging you to give us ma¬ 
terial that we could put in the Charlotte Observer about your 
product. Such a news story would go to 35,000 paid readers. 
Among these 35,000 are hundreds of bankers, hundreds of mer¬ 
chants, and all other classes. If you tried to talk five minutes 
to each of these people you could hardly have finished the job 
when a year was up. 
Don’t you believe that ten or fifteen minutes of your time each 
week, given to the preparation of a short, snappy statement 
about your product and how it is going, would be worth while 
when you remember that such a statement will go out to the 
biggest audience ever addressed by any man in the state? 
We can’t help you unless you help us. How about it? 
Yours truly, j. q . PATTON, Editor. 
MADE-IN-CAROLINA DEPARTMENT 
If nurserymen in every community would advertise in their 
home paper, they would then print anything we give them, for 
we have a product they want to write about. 
For every problem there is a solution. Cooperative advertis¬ 
ing in Country Life, House and Garden, Garden Magazine, would 
not solve my problem, for I would like to reach, for instance the 
80,889 mill villages and thousands of other small Southern homes. 
One page in any issue of the Saturday Evening Post would wipe 
out our entire year’s appropriation. 
As usual 1923 publicity in our Association was late getting 
started. It was late August before I had a conference with Mr. 
F. F. Rockwell and outlined the following plan: 
A—Three issues of the Booster—to be mailed to complete list 
of nurserymen, .about 5000, ^vith the idea of trying to get neW' 
members interested. One issue in September; a second for New 
Year—with a New Year’s message; a third in advance of the 
June convention. 
B—Continue newspaper articles, with effort to increase list, 
by getting new names frc^m individuals and from sectional and 
state associations. 
Also to increase use of articles by supplying mat cuts with 
some of them. 
C—Continue booklets; adding three new ones to those already 
issixed. 
1. “How to Plant ’Em So They Will Live.” 
2. “Small Fruits for Farm and Home.” 
3. “Success with the Things You Plant.” 
(Pruning, Spraying, Cultivation, etc.) 
Also to handle the Hillborn book. 
D—A monthly letter to members of the Association keeping 
them informed concerning work being carried on; and giving 
suggestions on selling; offering cuts; and other advertising helps. 
E—The addition of a set of lantern slides on Tree Fruits and 
Small Fruits; and if there are funds available a second set on 
landscaping the home place. 
F—As wide an introductioin as possible of the School Essay 
Prize Contest Plan, to the extent which the funds available will 
make possible. 
(3—Along with the above, we will endeavor in every way pos¬ 
sible to push the membership campaign, as we did last year. 
H—Four Radio articles. 
$6500 for Associatioin publicity, which has been well spent by 
Mr. Rockwell reminds me of a recent visit to my dentist.—While 
there I touched my tongue to a cavity that seemed as large as 
my thumb, but in reality it was no larger than a pencil point. 
Oxir appropriation of $6500 for publicity appears to many of 
our members as large as that cavity felt. O! for a naught to 
our 6500. _ 
FIRMS REGISTERING AT THE CONVENTION 
Adams County Nursery, Aspers, Pa. 
Geo. D. Aiken, Putney, Vt. 
Andorra Nurseries, Chestnut Hill, Philadelphia, Pa. 
American Forestry Co., Framingham Centre, Mass. 
American Fruits Pub. Co., Rochester, N. Y. 
Audubon Nursery, Wilmington, N. C. 
Augustine & Co., Normal, Illinois. 
Bert Baker, Hoosick Falls, N. Y. 
Barnes Nurseries, College Hill, Cincinnati, Ohio. 
The Berryhill Nursery, Springfield, Ohio. 
The Barnes Bros. Nursery Co., Yalesville, Conn. 
Bay State Nurseries, No. Abington, Mass. 
Bobbink & Atkins, Rutherford, N. J. 
Bound Brook Nurseries, Bound Brook, N. J. 
Breck Robinson Nursery Co., Lexington, Mass. 
Peter Bohlender & Sons, Tippecanoe City, Ohio. 
Bryant’s Nurseries, Princeton, Illinois. 
Buntings’ Nurseries, Selbyville, Delaware. 
Burns City Nurseries, Burns City, Indiania. 
C. R. Burr & Son, Manchester, Conn. 
California Nursery Co., Niles, Calif. 
Canterbury Nurseries, Easton, Md. 
M. L. Carr’s Sons, Yellow Springs, Ohio. 
Central Illinois Nursery, Normal, Ill. 
The Benj. Chase Co., Derry Village, N. H. 
H. J. Champion & Son, Perry, Ohio. 
Chase Bros. Co., Rochester, N. Y. 
Chase Nursery Co., Chase, Alabama. 
Clinton Falls Nursery Co., Owatonna, Minn. 
The Clyde Nursery Co., Clyde, Ohio. 
The Cole Nursery Co., Painesvlle, Ohio. 
Commercial Nursery Co., Decherd, Tenn. 
The Conard & Jones Co., West Grove, Pa. 
Corn Belt N. & F. Ass’n., Bloomington, Ill. 
Win. Wells, Millville, N. J. 
Cumberland Nurseries, Winchester, Tenn. 
Custer Bros., Normal, Ill. 
Franklin Davis Nurseries, Inc., Baltimore, Md. 
Dayton Fruit Tree Label Co., Dayton, Ohio. 
DeBaun & Company, Wyckoff, N. J. 
A. T. DeLaMare Co., New York. 
W. A. Dew, St. Mathews, Ky. 
